I was approached by personal trainer Simon James to develop a new logo design for his personal training business.

He wanted a typographic logo design, using the initials from his name, to create a symbol that could be used devoid of text. The symbol is made up of an S and J separated by a line which can be seen as either a custom stylised ‘S’ but also two ‘Js’ interlinking.

As Simon is a personal trainer I wanted the new logo design to reflect the relationship between trainer and client being joined, as can be seen in the S and J. Combined with a strong italic font symbolizing movement forward and progression the overall feel of the logo is one that is very much in the sport and leisure industry.